Ayesha Awan

Ayesha Awan serves as a Lecturer in Operations Management at the Department of Management, Leadership and Marketing within Ulster University Business School, Belfast campus. Her role encompasses teaching operations management while conducting research focused on digital transformation in financial services, particularly within the United Arab Emirates context.

Her educational foundation includes a Master of Finance, Master of Management, and Bachelor of Marketing, providing interdisciplinary expertise for her research on consumer behavior in digital banking ecosystems.

Research expertise centers on Operations Management intersecting with Digital Banking Adoption and Sustainable Financial Practices, employing qualitative methodologies to examine social control mechanisms, digital literacies, and consumer attitudes. Her work directly contributes to UN Sustainable Development Goals through financial inclusion research and sustainable economic development frameworks.

Recent publications (2023-2024) reveal critical insights about psychological barriers to digital banking adoption in UAE consumers, highlighting trust dynamics and social norm influences on sustainable financial service design. These studies form the empirical core of her doctoral thesis investigating retail banking behavior in Gulf markets.

As an early-career academic, Ayesha has not yet supervised graduate students or secured independent research grants. Her current research operates within Ulster University Business School's academic environment without dedicated lab affiliations, though she collaborates with supervisors Dr. C. McLaughlin, Dr. M. Durkin, and Dr. L. Bradley-McCauley on her doctoral work.